Why I’d Put $40K Into Content Before Chasing the Next Big Idea
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By Sean Beckingham
We recently had a cheesy breakfast casserole Reel generate 1,300 engagements, 354 shares and a 12.7% engagement rate.
Not exactly a revolutionary idea.
And that’s the point.
It worked because it was useful. It gave people something they could actually make. The creator felt natural, the food looked good and the brand didn’t get in the way.
The number I really pay attention to is the 354 shares.
People don’t share advertising very often. They share ideas.
For a food brand spending $200,000 a year on digital marketing, I’d be very comfortable putting $40,000 of that into creating good content.
Not one big shoot. Not 20 versions of the same product shot.
Build a library.
Recipes. Creator content. Simple videos. Seasonal ideas. Photography. Different formats and different people using the product.
Then you have something to work with.
Your influencer program has better assets. Your paid media has more creative to test. Your social channels have something worth posting. And when something like a cheesy breakfast casserole starts getting shared, you can put media behind it and let it run.
That’s how we think about content budgets now.
The $40,000 isn’t there to make everything look expensive.
It’s there to give a $200,000 marketing program enough good ideas to find the ones that work.